29047902 Cest La Vie Cafe Business Proposal

ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

KOLEJ TUNKU ABDUL RAHMAN ABMD 5055 FINANCIAL DECISION MAKING

No.

Student Name

Registration Number

1

Chan Chi Yee

08WBA12624

2

Lian Ye Chen

08WBA12418

3

Lim Swee Ling

08WBA10687

4

Ng Kim Toh

08WBA11482

5

Tee Yang Wei

08WBA12303

Academic Year: 2009/10 Course/Year: Advanced Diploma in Business Studies (Accounting)/ 2AAC Tutorial Class: Group 7 Lecturer: MR. CHIAU CHOON KIAK Tutor: MR. WONG YOKE MENG Date of Submission: 09 NOVEMBER 2009

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Contents

Page

Executive Summary

1

Vision & Mission

2

Market Analysis And Market Segmentation

Positioning

3–6

7

Product

8 – 10

Branding

11 – 12

Human Resource

13 – 14

Organization Structure

15 – 18

Financing & Funding

19 – 25

Expansion Plan

26 – 27

Risk Assessment

28 – 29

Bibliographies

30

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Executive Summary The purpose of this business plan is to seek funding and invite Mr luis Zubino as our business partner to establish coffee shop under the brand C’est La Vie. ‘C’est La Vie’ are established primarily due to the fact that coffee is well received by the working class people, as shown by the market that we target. Generally, there is a potential growth for the coffee brewing industry as there has been a shifting in trends with a strong demand for better quality coffees. Therefore, we will establish two coffee shops in Kuala Lumpur, Malaysia for the start of our business. We plan to achieve double digit growth annually.

The business will be financed by 5 people which will each pour in RM30,000 each while the rest of RM225,000 will be needed from Mr Luis Zubinos.

We will be surrounded by competitors namely Old Town White Coffee, Starbucks Coffee and The Coffee Bean & Tea Leaf. We have come out with different approach to differ ourselves from our competitors. Using the expertise and experience of Mr Luis Zubino, we are able to secure quality coffee beans, imported ice-cream as well as different types of imported soft drinks to serve the market here in Malaysia. We have come out with a different strategy to entice the consumers to our products.

Other than that, in line with the branding strategies that we have adopted, we have come out with a unique design of the coffee shop which will blend nicely into a cozy and comfortable environment, just the right one for our customers to indulge in their coffee and to have a peace in mind when dining in our shop.

We plan to bring C’est La Vie Café brand to greater heights and have come out with an expansion plan for it. The first two years will be our pilot phase years in this line of business and will serve as a basis on indicator on how strong our brand holds in the market. Therefore, we will expand locally for the first two years first, and will continue expanding overseas starting from the third year. As the expansion plan progress on, we will consider franchising our business in which the expansion plans and management of the outlets will be at a smooth pace. 1

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Vision C’est La Vie Café’s vision is to be a renowned brand name in the hearts of coffee lovers in Kuala Lumpur. Being renowned means providing unparallel quality, cleanliness, service and value which satisfies each customer. We strive to achieve double digit growth rate each year.

Mission Statement C’est La Vie Café is in business to create an opportunity which enables coffee lovers to have a chance to taste our uniquely brewed coffee. Located at the heart of the city, we strive to provide professional, friendly and courteous services to the public. C’est La Vie Café aims to provide at a reasonable price – specially brewed coffee – using only top notch coffee beans. We treat employee’s welfare seriously and provide training and rewards for those who join us which encourages long-term, satisfying, growth employment. Our premise is designed aesthetically to create an environment to woo customers. We strive to create and maintain a café that is comprehensive and exceptional in its attention to every detail of operation. We aim to be a giving member of the Kuala Lumpur community and to use our café to improve of the quality of life of population in Kuala Lumpur. We believe in sustainability of the coffee brewing industry and adopt fair trade policy as a key to drive our business forward.

2

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Market Analysis

Based on the market research we conducted, the market for coffee chain retailer is growing every year. Despite the economic downturn in recent year, coffee shop business has been a bright spot. While hundreds of business in many categories are facing poor sales, negative balance sheet and even bankruptcy, coffee chain continue to show strong growth. The coffee culture had been buried deeply in many peoples life, where coffee is a part of their life. Many of them need a cup of coffee every morning to kick off their day. But nowadays coffee does not only served in the morning but all day long till midnight where coffee needed as a boost of energy. People tend to walk into a coffee shop for all kind of cause nowadays. Coffee shop provide comfortable and cozy environment and ambiance for the customer to sit back relax while sipping the hot coffee. Coffee shop are now popular place for whether businessman to socialize, friends to meet up, surfing internet or even dating. Many prefer to consume on coffee and lighter meal such as sandwich at a reasonable price as compare to heavy meal and more expensive restaurant or alcoholic drinks in pub. Therefore there is huge potential market to be penetrated. Due to the rapid expansion of consumerism and a strong demand for Western Style café culture, it had spurred independent and international coffee chain retailer to invest in Malaysian market.

We have chosen the capital of Malaysia as our startup area for our Café business as the population density is very high wit estimated 1.6 million population.

Jalan P Ramlee: Prime downtown business district Jalan P Ramlee is located in the center of city and popular being hub of business. It is surrounded with skyscraper and commercial centers. This street of building has a different face at night where it changes into street of pubs and bars.

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Pavilion Mall: Malaysian premier fashion mall Pavilion Mall is one of the leading shopping mall in Malaysia with many awards. It is located in the heart of trendy Bukit Bintang area district. It is also strategically surrounded by others shopping mall, shop lots, schools, and offices.

By launching C’est La Vie café in the Kuala Lumpur market, we can maximize our potential for success due to several factors: 1) Excellent mobile and pedestrian traffic 2) Year round tourist visits 3) High number of workers from surrounding offices. 4) Large customer base in shopping mall 5) Prime site location 6) student population

C’est La Vie café is located inarguably one of the best location for a coffeeshop in Kuala Lumpur, in the heart of tourist and business district and just steps away from the busiest intersection in town.

4

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Market segmentation C’est La Vie has targeted the customer base for both our outlet that is comprised of a few groups:

White collar worker/Businessman: Both our location are located at the heart of prime downtown business district which is surrounded by offices and skyscraper. Pavillion Mall is the most fashionable mall in Kuala Lumpur which situated in Golden Triangle while Jalan P Ramlee is the crossroad for the hub of business.

Tourist: Kuala Lumpur being the capital of Malaysia attracts millions of tourist every year.Most of them will visit Pavillion Mall for being the largest mall in Malaysia. While both our store located nearby to several major hotel in town such as Trader Hotel, Mandarin Hotel, J.W Mariott Hotel etc.

Shopper: Pavillion Mall attracts a few thousand of shopper everyday, being strategically located in the heart of capital. While Jalan P Ramlee located nearby to another major mall in Kuala Lumpur which is KLCC.

Student: Besides that, Jalan P Ramlee is located nearby to few secondary schools and pretigious colleges such as Lim Kok Wing college and The British Council College. However, after school student do goes to Pavillion Mall for lunch or meeting.

5

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Late nighter: Jalan P Ramlee is also being famous known as Club Street as more than 10 famous club and pub are located there, our coffee shop can conveniently become place for light meal before clubs.

These groups are all potentially strong customer segment. The mix of customers can help to maintain consistent business throughout the year. For example, our outlet in Jalan P Ramlee focuses on office worker in the morning but late nighter after office hour as the place is surrounded by many pub and club. By different market segments, Ces’t La Vie wont be too dependent onto any single consumer group.

6

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Positioning C’est La Vie coffee shop will launch into the market as a classy coffee shop which serve Premium coffee. We will position our coffee shop as below:-

Convenient We will serve coffee in a very efficient method as there are a few peak hour, before working hour, office break and after working hour. These hour will be a rush of consumer that are in hurry and so we must serve fast to catch the market. C’est La Vie will start operating time at 7am so that office worker can have breakfast and coffee before start working.

Other than that, we will be introducing Online Delivery System on our website for that office worker which are can not come out for refreshment or those who are trapped in a meeting. With this they can have premium coffee and good quality sandwiches while squeezing their brain. We will deliver to any premises within 3 km from our location with no additional charges.

Social responsibility All the coffee beans will be procured from Fair Trade Farmer to ensure the farmer can get a reasonable price for their goods to help them from poverty. Based on research, people starts to care more on humane issue such as poverty. By using Fair Trade coffee can build an positive image. C’est La Vie will be perceived as a social responsible shop which care for community and therefore increase sales and reputation. We also believe by using Fair Trade coffee, we will be able to charge a premium price for the coffee we serve.

Product All the product will be from premium grade coffee bean which gives the finest taste of coffee to best filling sandwiches which uses high quality and fresh fillings. We will also be serving a specialized brand of ice cream which will be imported from Italy, which the taste are more superior to others brand in Malaysia. Other than that, we will also importing soft drinks from United Kingdom as to differentiate from our competitors 7

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Product Coffee is a well known drink for everyone in world. Coffee is the main product of our café, C’est La Vie. We provide different types of coffee to meet the various demands and tastes from customers. Besides this, we do provide other kind of drinks for those who have a tendency for other drinks such as chocolate milk, tea and soft drink. Last but not least, we provide side foods such as cakes & pastries, ice cream & dessert and sandwiches.

The menu of C’est La Vie will be divide into few sections:

Hot Beverages includes: •

Espresso – A short strong coffee without milk, preferred by who love bitter taste.

•

Cappuccino – A mixture of one third of espresso, one third of steamed milk and one third of frothed milk. Based on personal preference, you may dust chocolate sprinkle on the top of it.

•

Caffe Latte – A milky coffee, a combination of one third of espresso and two third hot milk which the hot milk is the most important part in order to produce the smoothie texture.

•

Caffe Mocha – A very simple mixture of latte and chocolate, with a whipped cream and garnish with chocolate dust on top.

•

Black Coffee – A drip brew, percolated or French press style coffee served straight, with no milk.

•

Chocolate Milk – A blend of hot milk and high quality brewed chocolate beans, good for those who are non coffee drinkers.

8

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

•

Tea – Another choice for those who do not want to take coffee, there are 2 choices of tea which are black tea and flowery tea.

Cold Beverages includes: •

Ice Blended Cappuccino - Cappuccino with ice, blend it together and create smooth blended and creamy foam on top.

•

Ice Blended Mocha – Similar to ice blended cappuccino, but this blended with mocha and ice and also creamy foam on top.

•

Soft Drinks – Soft drinks imported from United Kingdom.

Food which include: •

Cake - A variety of cake which are made by special ingredients to give customers choices to choose from. Moreover, we provide a range of freshly made sandwiches made using fresh and high quality of fillings in order to fulfill the requirement of healthy food demanded by customers.

•

Ice cream & dessert - Ice cream is also one of the popular desserts in Malaysia especially during hot weathers. There are more and more different brand of ice cream being brought into the market in Malaysia. Therefore, we will import the ice cream from Italy which is a specialized brand of ice cream and was sold previously in the Mr. Luis Zubinos’s previous coffee shop. The quality and taste of the ice cream are far superior compare to the other branded of ice cream.

From majority of the products that we sell, we hope Mr. Luis Zubinos will utilize his contact with those suppliers that provide all the ingredients that we need to make our beverage and food. As we require top notch ingredients, we hope to seek Mr. Luis Zubinos’s expertise in this area of ingredient procurement to get access to the coffee beans. 9

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We would like to introduce fair trade coffee into Malaysia, since there are no coffee shops in Malaysia using fair trade coffee. Based on today’s customers, they are more demanding in humane and more environmentally sensitive products. Thus, it will be much welcomed by the consumers. Based on this issue, we know that Mr. Luis Zubinos has the experience on this from the previous coffee shop business. Therefore, we hope Mr. Luis Zubinos can give us advice on this aspect.

We are not going to sell soft drinks found in Malaysia. Instead, we will sell soft drinks that are imported from United Kingdom in which Mr. Luis Zubinos sold previously which will make the soft drinks a unique product in our target market and allows us to sell them at a premium.

10

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Branding Logo

We design this logo based on the name of our shop “C’est La Vie”. The slogan for our business is “This is Life”. This slogan is coined this way because coffee lovers would know the real meaning life while drinking our coffee as every sip of coffee is like walking every pace in life.

C’est La Vie is a brand new coffee shop in Malaysia. Thus, to make C’est La Vie known in the market, it is essential to promote our brand to the consumers. First, we will advertise on newspapers and radio. This is a very direct way in promoting our brand as newspapers and radio are the mass media that reach out to consumers.

Next, we will create banners around the area of our coffee shop, particularly along the lamp posts. This is to create awareness of the existence of our cafe. We will also distribute flyers around our shop to increase popularity of our brand. 11

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In addition, during our grand opening day, we will provide free food and drinks for everyone who visits our shop. Lion dance show will be performed to attract more people to come over. To attract customers over, we will provide promotion for lunch hour from 12 pm to 3pm to capture sales during the peak hours of lunch time, tea time. This is because our targeted market is the working class consumers at large.

Other than this, a loyalty card will be given to our customers, a stamp will given to customers upon their purchase and they can redeem a free coffee for every 10th coffee purchase. We have designated each Tuesday as Coffee Lover’s Day where all purchases on this day will be on a 10% discount rate.

Apart from all of these, we have decided to build a website for our coffee shop. It is convenient for those customers who are not able to walk-in to purchase in our coffee shop. Customers may place their order online and we will provide delivery service for them.

12

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Human Resources Staffing Our coffee shop operates daily starts from Monday to Sunday. Our business hour will be from 7.30am to 11pm every Monday to Friday. Nevertheless, our operating hour will extend until 1am for every Saturday and Sunday. We divide our employees into two working shift. Working hours for morning session will be from 7am to 2.30pm whereby for noon session will be from 2pm to 11.30pm. All employees are required to start work 30 minutes earlier before the days start. This is necessary for the preparation of the business operations daily. Each permanent employee are allowed a day off per week, and in each of this day that an employee takes day off, the part timer will come to replace the person.

Recruitment and Training We prefer employing experienced employees in order to increase the effectiveness and efficiency. A well trained and experienced supervisor will be employed to handle the daily operation of the coffee shop. Furthermore, our company will provide training for new employees in order to provide better services for the customers. Our company will provide specialize professional training to the barrister in order to brewing coffee up to our desired standard.

Employee’s Benefits Our company provides travelling allowance, overtime allowance, bonus, medical allowance, and also meal allowance. Employees can enjoy the food in our coffee shop to a certain extend as stated in the meal allowance voucher. Medical allowance will be given to the delivery boy, in any case occurrence of accident during the time of delivery. Bonus will be given for those employees who have outstanding performance every month as an incentive for performance.

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Performance Evaluation To gauge performance of employees and to reward those who perform outstandingly, we will introduce an “Employee of the Month” program. Employee’s performance will be evaluated by the supervisor and the best performing employee will be a role model for the rest of the employees. Employee of the month will generally be favored for distribution of bonuses.

14

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Organization Structure Luis Zubinos Non Executive Director

Chi Yee Chief Executive Officer

Kim Toh

Yang Wei

Ye Chen

Swee Ling

Operational Director

Finance Director

Marketing Director

Human Resource Director

Luis Zubinos (Non Executive Director) Luis Zubinos, he is an intelligent man who used to own Zubinos coffee shop, one of the most outstanding coffee shop in London few years ago. He is a very successful entrepreneur and has vast experience in this line of business. He is able to provide relevant information about this industry and therefore he is able to give clear advices on the company’s strategies. He has invested personal funds into the company.

Chan Chi Yee (Chief Executive Director) Chan Chi Yee has a degree in Business management and he is a chief executive officer of C’est La Vie Cafe. He is responsible for business planning to maximize the company’s profit and reduce the company’s payback period. He is concern on a strategic planning that includes establishing goals and objectives for employees to achieve. He requires sets up the policies and procedures to shape up a good management.

Tee Yang Wei (Finance Director) Tee Yang Wei, has a degree in Accounting, is the Finance Director of the company. He is responsible to create and maintain an efficient and effective financial system in the company. He 15

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

implements a financial strategy which concerns on planning, forecasting and reporting. Company cash flow and day-to-day transaction is to be monitored by him. A proper book keeping must be safeguarded by him. A company budget is to be done by him quarterly in order to control and monitor the company’s account.

Ng Kim Toh (Operational Director) Ng Kim Toh, has know Chan Chi Yee since their school days. She has a degree in Business Management and she is acting as an Operational Director in the company. She is responsible to organize the operations team and ensure that they achieve a common goal. She is responsible for the team of employees and motivates them to perform to their best in their employment. She has helped to create the designs for the C’est La Vie Cafe and also some innovative menus.

Lian Ye Chen (Marketing Director) Lian Ye Chen is the marketing director of the company which has a strong background where majority of her family members are experienced in the sales line. Her responsibility lies in achieving sales target which are set by the chief executive officer and managing budgets as well as controlling costs which has been set by the financial director. She is responsible for keeping up with consumers demand and therefore she has to ensure and maintains the quality of cuisine which are outsourced. Advertising of coffee shop’s name in order to attract more consumers is to be done by her. She has created a website for C’est La Vie Cafe so that consumers can place their order via the online system.

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Lim Swee Ling (Human Resource Director) Lim Swee Ling holds a degree in Human Resource Management and she is acting as the Human Resource Director in the company. She is responsible for the selection and retention of employees. She is responsible for the recruitment of employees which have can fulfill the company’s requirement. Furthermore, she will provide training to the employees to train them to work professionally.

Other than that, we will hire the team of employees which will keep the business operations running daily. The team of employees considered is as below:

Supervisor Our company will hire a hardworking and experience supervisor. He will be taking care of the day-to-day operations involved with the shop. He will be performing the daily banking of cash and reconciliations to records of revenue in the shops.

Waiters and waitress Our company will hire three waiters and helpers and one part timer to assist in peak hours such as weekend and public holiday, in the event where the permanent staff is on leave, the part timer will come in tool. They will need to ensure the environment in the coffee shops is clean all the time to provide a comfortable environment to our customers.

Barrister Our company will hire two barristers, where each of them will work on the different shifts. They are responsible for preparing the drinks (coffees, teas, soft drinks) ordered by customers and keeping the kitchen clean.

Delivery Boy Delivery boy will be hired to deliver orders placed via online or phone.

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Cashier A cashier will be hired to collect the payment for each sales bill on that day. He will be responsible for issuance of receipts to the customers too.

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

FINANCING AND FUNDING

C’est La Vie Café Pro Forma Balance Sheet as at 31 December 2010

RM

RM

ASSETS

350,000

Non-current Assets (net)

Current Assets

Inventory

120,000

Rent Deposit

20,000

Prepayment

60,000

Cash and Bank

150,000

350,000

Total assets

700,000

EQUITY AND LIABILITIES

Equity Paid in share capital

375,000

Retained Profits

190,000

565,000 19

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Current Liabilities Trade payables

50,000

Tax

85,000

135,000

Total equity and liabilities

700,000

C’est La Vie Café Pro Forma Income Statement for the year ended 31 December 2010

RM Revenue

600,000

Total operating costs

(350,000)

Operating profit

250,000

Tax expense (24%)

(60,000)

Profit for the period

190,000

20

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

C’est La Vie Café Shareholdings at December 2010

No.

of

%

shares

shareholding

Luis Zubino

225,000

60

Chan Chi Yee

30,000

8

Lian Ye Chen

30,000

8

Lim Swee Ling

30,000

8

Ng Kim Toh

30,000

8

Tee Yang Wei

30,000

8

375,000

100

Analysis

of

Gross

Margin Ice-

Cakes

Coffee

Other

Sandwiche

cream

&

Products

Drinks

s

&

Pastrie

21

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Total

ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Sales revenue

dessert

s

RM

RM

RM

RM

RM

RM

360,000

40,000

50,000

80,000

70,000

600,000

(230,000 Cost of food and drinks

120,000

20,000

20,000

30,000

40,000

)

Gross Profit

240,000

20,000

30,000

50,000

30,000

370,000

Gross Profit Margin %

0.67

0.50

0.60

0.63

0.43

0.62

Ratio Analysis for year 2010

(A) Profitability

Net Margin

=

Net Profit Sales

=

190,000.00 600,000.00

=

Gross Margin

=

31.67

Gross Profit Sales 22

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

=

250,000.00 600,000.00

=

Return

on

Employed

41.67

Capital =

EBIT Capital Employed

=

250,000.00 565,000.00

Return on Assets

=

44.25

=

Net Profit Total Assets

=

190,000.00 700,000.00 27.14 23

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

=

(B) Liquidity

Current Ratio

=

Current Assets Current Liabilities

=

350,000.00 135,000.00

=

2.59

Current Quick Ratio

Assets

-

= Inventory Current Liabilities

=

230,000.00 135,000.00

=

1.70

(C) Finance

24

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Earning per share

=

Profit After tax No. of Shares

=

190,000.00 375,000.00

Valuation of shares

=

0.51

=

Equity

(Net Assets Method)

No. of shares

=

565,000.00 375,000.00

=

1.51

25

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Expansion Plan C’est La Vie Café 5-year plan Actual

Plan

2010

2011

2012

2013

2014

2015

Start of the year

-

2

4

8

12

18

New openings

2

2

4

4

6

6

End of the year

2

4

8

12

18

24

Average number of coffee shop

2

3

6

10

15

21

2

2

3

3

4

3

1

1

2

3

RM

RM

RM

RM

Number of coffee shops:

for the year Analysis of new shop openings:

Malaysia Overseas

RM

Coffee shop revenue

RM

432,000 777,600 1,244,160 1,617,408 2,102,630 2,943,682

Revenue from new product launches in each year

122,000 168,000 295,000

350,580

Total revenue

600,000 998,000 1,585,500 2,023,800 2,839,000 3,882,500

Pre-tax operating profit

250,000 385,200

600,240

788,900

1,208,340 1,599,080

Capital expenditure

280,000 396,000 428,000

620,000

698,000

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488,200

605,840

831,000

ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Risk Assessment

Strong Competitors Lifestyle cafes of similar concepts are mushrooming around the city due to the shifting in trends and demand for café of such concepts. C’est La Vie Café will face intense competition from well established brands which will chip off the market share of C’est La Vie Café. However, C’est La Vie Café’s competitive advantage lies in the unique coffee that we brew which will definitely capture and retain loyalists.

Economic Recession Malaysia is going through an economic contraction this year. This directly affects consumer’s purchasing power, causing it to drop significantly. Consumers are not so willing to part off with their income on foods outside. Therefore, the introduction of promotion set meals helps to let customers have a choice to spend less of their money on foods. Moreover, the food service industry is not affected considerably as there are still signs that the industry is growing at a positive rate with consumers want more of it.

Logistics Since our suppliers come from United Kingdom, it will take a long time for the ingredients to be delivered to our premise. Therefore, the quality of the ingredients might be jeopardized. To ensure the quality of our materials are at highest level possible, we would have to request the suppliers to upgrade their delivery method and packing method to ensure the materials retain their quality or to get a third party to ensure the ingredients’ quality are assured.

Pricing Prices of our coffee are at a higher price as compared to competitors. This is because of the fair trade policy that we believe and adopt in for the sustainability of the coffee beans producing market. We pay more to the coffee beans producers as most of the coffee beans are marginalized. Our aim is to help them move towards economic self-sufficiency and stability. 27

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Global Disease With the global pandemic outbreak of H1N1 influenza, people are likely to stay indoors rather than dining out because of the potential lethality of the virus. This directly affects our business because of the widespread of the virus. Therefore, we set up the online delivery service to ensure that these sales will still be captured and consumers will still be able to get a taste of our coffee from their home.

Shifting of Trends Coffee and fashion are similar in a way that consumers demand variations of it after awhile to depart from the classic tastes. They are the adventurous type and would seek out whichever place that would offer them a unique taste of coffee. Therefore, we will have to constantly come up with different taste of coffee as time goes by to retain the consumers that love our brand all this while. This is in line with our objective of creating brand loyalty in consumers and will help to sustain our market share.

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

CONCLUSION Before we enter into the coffee brewing industry in Kuala Lumpur, we had done sufficient amount of market research and analyzed the business environment to determine the feasibility of venturing into the target market. Our analysis shows a positive sign of market trends towards what our business plan is offering.

Should the pilot years shows positive results, we will continue on with our expansion plan and in due time will expand internationally to compete globally. We hold on true to our business philosophies and adhere to them strictly in our business operations. This makes us unique and different from others.

Nevertheless, we are prepared for any uncertainties and risks that might hinder our business from operating smoothly. We are confident that we will ride through the storm of economic recession and our risk will be minimized with the strategies that we used.

Upon evaluating all the researches and analysis, we are confident that our business will have a steady and promising growth in the short term and a steady profit margin in the long term. We are of the opinion that our business plan will be a huge success and will win over the hearts of Kuala Lumpur people.

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ABMD5055 FINANCIAL DECISION MAKING – ASSIGNMENT 1

Bibliographies

"Fair Trade Coffee Tea Gift Basket." Fair Trade Coffee Tea Gift Basket. N.p., n.d. Web.1 Nov. 2009. . "Fair Trade Coffee." Global Exchange - Building People-to-People Ties. N.p., n.d. Web. 1 Nov. 2009. . "Hot Drinks in Malaysia." Euromonitor International: Global market research on industries, countries and consumers. N.p., n.d. Web. 4 Nov. 2009. . "Jalan P. Ramlee - Hotspot in Kuala Lumpur." Kuala Lumpur Hotels & Travel Guide. N.p., n.d. Web. 3 Nov. 2009. . "Product Positioning Strategies." EzineArticles Submission - Submit Your Best Quality Original Articles For Massive Exposure, Ezine Publishers Get 25 Free Article Reprints. N.p., n.d. Web. 3 Nov. 2009. .

"Pavilion Kuala Lumpur | Welcome." Pavilion Kuala Lumpur. N.p., n.d. Web. 2 Nov. 2009. .

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